The Role of Antenatal Care Radio Jingles in the Timely Initiation of Antenatal Care Visits Among Pregnant Women

Abstract

This study aimed to investigate the perceived role of Antenatal Care (ANC) radio jingles in the timely initiation of ANC visits among pregnant women in Kapchorwa District, guided by the Information-Motivation-Behavioral Skills (IMB) model, which emphasizes how information, motivation, and behavioral skills drive health-promoting actions. A phenomenological qualitative design was employed, with 40 pregnant women purposively selected to participate in in-depth interviews (IDIs) and focus group discussions (FGDs). Data collection tools were developed in English and translated into the local language for participants who did not understand English. Data were analyzed using ATLAS.ti 13, and findings were presented through themes and illustrative quotes. Results revealed that exposure to ANC radio jingles and their impact on timely ANC visits are shaped by a complex interplay of media access, message clarity, social dynamics, and structural barriers. Factors influencing exposure included preferred radio stations, broadcast timing, electricity availability, and language. Comprehension depended on message simplicity, recall, and personal interpretation, while community perception, trust, and peer influence shaped uptake. Behavioral outcomes, such as early clinic visits and intentions to follow ANC recommendations, were reinforced by emotional and social experiences. However, socio-cultural norms, traditional beliefs, limited decision-making power, distance to health facilities, healthcare quality, and hidden costs constrained the effectiveness of jingles. Participants recommended improving timing, localizing content, and involving communities in message creation. The study highlights the need for community-centered communication strategies that enhance cultural relevance, accessibility, and message design while addressing social and structural barriers to improve ANC uptake.